Aperitif's reputation Lanz reveals that even Mahara McKay now likes to sip an Eve from Cardinal. "Almost 15 years ago, we got together with trend and other market researchers and analyzed the relevant beverage topics," explains Philipp Wetzel, Marketing Manager at Feldschlösschen. "In the subsequent development, Eve was one of the concepts that showed the greatest potential." The Swiss beer leader has therefore developed a bottle called Eve for its subsidiary Cardinal. "Eve from Cardinal is an alternative to Prosecco, sparkling white wine or cocktails," says Chantal Weibel, Brand Manager Cardinal. The new drink with just 3.1% by volume was developed by a team of women at Cardinal. They knew that 78% of Swiss women between the ages of 18 and 49 rarely or never drink a beer. But the secret desire is also present in women. 
In a multi-stage launch, the idea for the new lychee-flavored light beer was first tested on the gastronomy market last autumn. The success proved the inventors right. Today, Eve is already available in 2000 bars and restaurants in Switzerland. It is drunk from a long-drink glass or from a bottle with a tube "by self-confident and young women who prefer a light and enjoyable alternative to other alcoholic drinks", as Ruf Lanz found out in the briefing.
 
The range is now being expanded to include a subtle grapefruit alongside the lychee beer. Under no circumstances, however, should it be written here that the drinking vernacular also calls these drinks "women's beer". In fact, Eve's juice is already in demand among men too. Eve Grapefruit and Litchi are available in a 4-pack at the Coop and will soon be available at other "filling stations".
 
To communicate this, Ruf Lanz used testimonials at Cardinal's request. "You have your doubts about this technique," doubted Ruf Lanz. Consultant Michael Gassler is now convinced that Mahara McKay is for Eve what George Clooney is for Nespresso. The ex-Miss (which says nothing about her beer-drinking style) and current DJ was already present at Eve's launch event in September 2006. In the meantime, she has been in Prague and Zurich with Ruf Lanz and Markenfilm Schweiz for a commercial and photo shoot. There, as an ambassador for Eve, she allowed herself to be wrapped in a sparkling light. No multi-layered creative art, but nevertheless beautiful images for all levels, which give Mahara McKay the necessary "scene credibility and a dash of glamor" for Eve.
 
The advertisements appear primarily in women's magazines. The cinema spots are also shown at Orange Cinema and at outdoor events.
 
Andreas Panzeri

 The Federal Council has concluded a performance agreement with the SRG regarding its services abroad. In future, it will contribute CHF 20.6 million annually to the Swissinfo.org internet platform and to the SRG's cooperation with the international television channels TV5 and 3sat. The agreement is valid for five years. Swissinfo.org is the successor to Radio Schweiz International, which ceased operations at the end of 2004. According to federal figures, the platform was accessed over 130 million times in 2006.
The federal contribution also supports the TV5 channel for French-speaking viewers and 3Sat for German-speaking viewers. In this context, the federal government has also approved TV5's charter.
SRG will also be able to continue to participate in international cooperation projects such as Euronews and Arte.

On Wednesday evening, the Media Trend Award took place for the tenth time at Moods in Zurich. Around 350 people from the industry celebrated the new media winners at the event hosted by Anna Maier. Erick Vock appeared as a surprise guest, exclusively showing parts of his latest program, which will be performed from autumn. Urs Schnider, editor-in-chief of the Media Trend Journal, which organizes the award, gave a humorous review of the last twenty years of media history, during which a lot has changed. "I am delighted that so many people are here to celebrate this event with us in the packed Moods," Schnider told Werbewoche. To mark the tenth anniversary of the award, there was also a raffle in which participants could win iPods donated by Data Quest. Cinecom took first place among the marketers. For the first time on the podium was IP Multimedia, which took second place. Radiotele came third. Publisuisse had to make do with the leather medal. CEO Matthias Luchsinger accepted the prize on behalf of Cinecom, CEO Michi Frank for IP Multimedia and Felix Kilchsperger, Head of Radio Sales, for Radiotele.
Among media providers, 20 Minuten has moved up to first place; last year, the free newspaper came second. Silver went to Handelszeitung and Clear Channel Plakanda took third place on the podium. Marcel Kohler, Managing Director of 20 Minuten, was delighted to receive the award on stage, as was publisher Ralph Büchi, who was presented with the prize on behalf of Handelszeitung.
This year, 34 media providers and 17 media marketers entered the race. The judges for the Media Trend Award are media and advertising agencies. They evaluate the participants in an online survey based on the categories of service, consulting expertise and price/performance ratio.

Mineral water Saatchi & Saatchi Simko refreshes with a new campaign for Henniez. "Pure life" is the slogan for the new Henniez campaign. The message is intended to get to the heart of the values of Switzerland's leading mineral water. Henniez is over 100 years old and "still as young and up-to-date as ever". 
This joie de vivre has already been the focus of Henniez campaigns and has now been condensed into a modern advertising presence around the central brand values of naturalness, purity and authenticity. The focus is on water and its positive properties. The result is both lively and elegant "water splash people" who literally "make the brand overflow", as the agency describes its visual idea.
 
Great importance was also attached to purity and authenticity in the implementation of the campaign. Every single drop on the poster subjects is real; computer animation was deliberately avoided. For their films and print subjects, the creative team at Saatchi & Saatchi Simko threw glass balls of different sizes into an aquarium from different heights and angles and captured the water splashes in the image. Only then were they reassembled into "water figures" on the computer.
 
Andreas Panzeri

 Ruf Lanz was commissioned with the communication for the Zoofäscht 2008. For 20 years now, the Zoofäscht has been a major source of fundraising, helping to ensure that the animals at Zurich Zoo can live in species-appropriate facilities. It takes place every two years. According to Markus Ruf and Danielle Lanz, the creative agency Ruf Lanz wants to create "animal-friendly advertising" for the event. The first results will be seen towards the end of the year.

Publicis launches its first umbrella campaign for the NZZ media house. Founded in 1780, the Neue Zürcher Zeitung has developed into a modern media company with a wide range of products. Today, NZZ is synonymous with a media house with great journalistic expertise. This should be communicated. Three campaigns have therefore been running since mid-June.  
The focus is on the umbrella campaign, which aims to promote the wide-ranging NZZ expertise. However, according to Lilo Altorfer, Head of NZZ Reader Market, the campaign is currently limited to print products.
 
The strategic core is the claim "NZZ - Intelligent Diversity". CD Markus Gut from Publicis: "The claim is intended to express the complexity of NZZ. Intelligent in content, diverse in products." The clear statement will be part of all advertising material in future. "For the first time, the NZZ brand is making a cross-product promise," says Markus Gut.
 
In addition to the umbrella campaign, which for the time being includes two subjects, the advertising agency Publicis has designed two product campaigns. For the Neue Zürcher Zeitung, the creatives have further developed the popular blue pencil as a visual. However, they have moved away from the sober and witty style of earlier advertising. Lilo Altorfer: "We want to appeal to our readers with warm and emotional images." The blue pencil, which has been used as a symbol since 1995, has been embedded in everyday situations. Sometimes as a conductor's baton, sometimes as a coffee spoon.
 
The NZZ am Sonntag surprises with a different concept. The presentation is called "Word Pictures". Text and scenery are united in a creative way. Although all three campaigns are independent, the images and their design remain connected.
 
The NZZ campaigns have been appearing in the most important newspapers and magazines since mid-June. The NZZ plans to launch a major poster campaign in the fall.
 
Christian Lüscher

Retail From July 3 to 16, 2007, the Mediterranean regions will be guests at Migros. Another più will be published for the occasion. This is now the third edition. The motto of this year's issue is "Discover the freshness of the south". The magazine section surprises with lots of background information on southern topics such as espresso, mozzarella, fish and antipasti. There is also an interview with Zurich pizza world champion Luigi Acampora from the Positano restaurant and a tomato display board that would look good on any fridge door. più is distributed free of charge in all Migros branches and also appears as a supplement in the weekly and Sunday press. The issue was realized by the Weber Harbeke agency.

 On June 25, 2007, SRG discontinued analogue television broadcasting in French-speaking Switzerland. With the exception of Valais and part of the Chablais vaudois, where the switchover will take place in 2008, the switch-off of the analog television signal followed a comprehensive campaign in which the population of Suisse romande was regularly informed about the forthcoming switchover from February 2007. Digital broadcasting offers much better quality reception, but requires an appropriate receiver or satellite system. Television retailers, the helpline operated by TSR and SRG and the website www.digitalesfernsehen.ch were crucial to the success of the switchover. Based on the questions received by the helpline, it can already be stated that the switchover in Suisse romande has gone without any major problems, according to the press release. German-speaking Switzerland and Graubünden will be switched over in November 2007.

 The wrangling over TV and radio coverage areas has come to an end: on Wednesday, the Federal Council divided Switzerland into 13 coverage areas for regional television with a fee component. It has defined 34 areas for private radio stations. The licenses will be put out to tender in the autumn. Radio and television stations only require a license if they receive licence fee money or wish to use scarce frequencies on preferential terms. In other cases, broadcasting activities can commence following notification to the Federal Office of Communications.
CHF 32 million will now be available for regional television instead of the previous CHF 7 million, while radio stations will receive CHF 16 million instead of CHF 7 million. The support is intended to enable a regional public service of good quality - even in areas where the economic potential for private financing is not sufficient.
According to the Federal Office of Communications (OFCOM), the new coverage areas for television broadcasters usually encompass several cantons. The Federal Council has decided to create two coverage areas for the Zurich-Eastern Switzerland region. One will cover the cantons of Zurich, Schaffhausen and Thurgau. The broadcaster in question will receive a share of the fee for producing its own program windows for the cantons of Schaffhausen and Thurgau. In order to take account of the concerns of the eastern Swiss cantons, the future coverage area of eastern Switzerland will focus on the cantons of St. Gallen, Appenzell (AR, AI) and the eastern Thurgau districts of Arbon and Bischofszell, writes Bakom.
In French-speaking Switzerland, the new Waadt-Freiburg coverage area was created, which provides a program window for the canton of Fribourg and the Arc jurassien coverage area, which connects the cantons of Neuchâtel, Jura and the Bernese Jura. The canton of Valais forms a single coverage area in which the future licensee will be required to broadcast programs in both French and German.
In 23 of the 34 radio coverage areas, licences with a fee component will be put out to tender. 9 of these licences are intended for complementary non-profit broadcasters. One of the main changes is the alignment of the coverage areas in the Lake Geneva region, the Zurich region and Central Switzerland. In the area between Geneva and Yverdon, four new large coverage areas of equal size will be created. In the greater Zurich-Glarus area, three commercial broadcasters with identical coverage areas will go on air. In central Switzerland, the three broadcasters will also overlap in a significant part of their coverage area in future. Mergers of previously separate coverage areas will take place in the cantons of Graubünden and St. Gallen as well as in the Jura Arc. Winterthur will be the last major agglomeration in German-speaking Switzerland to receive a new coverage area for a complementary, non-profit program.

Druckereien Walker has launched the "Newsweek" campaign for its new customer Maxiprint and proves with wit: "No one prints faster." Experts agree that the idea could "revolutionize the printing industry". Ingo Grünig and Marcos Gonzalez's company Maxiprint is the "first Internet print shop in Switzerland" to offer an online store where customers can order all kinds of printed matter "at unbelievably low prices". These are delivered in record time. Maxiprint is still looking for free capacity for printing orders online throughout Switzerland or, depending on the order, also abroad. 
"No one prints faster" is therefore the claim that Walker has invented for Maxiprint. This advertising promise will be proven throughout this week with a spectacular "Newsweek" campaign.
 
"Heathrow open again", blared from countless billboards in Zurich's main station and Stadelhofen S-Bahn station last Monday. The brightly colored poster in the style of a front page of the English tabloid Sun was put up before six in the morning. There was also a poster with the informative headline that Elton John had not sung the song "Candle in the Wind" requested by Prince Harry at the memorial concert for Diana the previous evening in London. The Tages-Anzeiger of the same Monday only said: "Still open at the time of going to press."
 
The poster medium faster than the daily newspaper? The phones have been ringing off the hook at the Walker agency. What's the idea? How does it work? Who is helping?
 
"Of course, we don't want to play the press against the wall, after all, we are also looking forward to the help of an editorial team for this campaign," explains Walker. The headlines hung on the wall are simply intended to prove how efficiently Maxiprint can fulfill all customer requests in record time when it comes to printed matter. Walker impressed his new customer at the presentation with a poster that he hung up next to his agency just a few minutes before the client arrived with a headline that was just as "hot off the press".
 
The logistics for the "Newsweek" campaign have become a little more complex. In order to realize this poster campaign, the Walker agency has been converted into a "newsroom" for an entire week. Just like in a real tabloid newsroom, from 9 p.m. onwards the agency reports are combed through with increasing excitement. Which story will be the big scoop for "Maxiprint Newsweek"?
 
"Zurich or Cologne?" The black soccer star Tico from Nigeria has signed with two teams. Where will he play? "Can you put a question mark in a headline?" asks Pius Walker. Art director Marianne Friedli comes up with a graphic solution that allows the exception to pass. Her colleague Christian Bachofer is now experimenting with a small football instead of a dot for the question mark. The images for the news posters are supplied by Keystone or by a team led by Robert Bachmann at LZ Medien.
 
At half past eleven, another phone call to the "external editorial office". The real journalists at the Neue Luzerner Zeitung have not found any more spectacular news. Shortly before midnight, consultant Hans Beer calls the client to get the OK. "Tico with a question mark is being printed," Walker tells the two printers, who are on standby to produce the posters by hand in an edition of 31, just like every evening of this "Newsweek".
 
The first F200s have already been printed when Tico clears the table at the witching hour. The footballer now definitely wants to come to Zurich. "It was really uplifting to see how much joy the printers took in their job when they changed over again at one o'clock in the morning," enthuses Walker. He is equally enthusiastic about the cooperation with APG. "They were very pleased with the development of the campaign for Amnesty International. This was a great opportunity for this new idea." Marketing Manager Roger Möschler also saw the project as an opportunity to prove how "fast posters can be". Karin Komar ensured that APG's logistics department was able to guarantee that the posters could be put up for Walker, even with the necessary night work. Two billposters were delivered from 3 a.m. onwards, underwent special treatment at the logistics center in Wallisellen and then drove to the train station. During the course of the day, 350000 commuters will be amazed seven times this week: "Maxiprint: no one prints faster."
 
Andreas Panzeri
 
 
No one prints faster: Maxiprint 
Already at the age of 16 and 17
Marcos Gonzalez and Ingo Grünig start arranging their first print jobs. The two young entrepreneurs have a large network of contacts, particularly in the fast-moving Swiss music industry, where their idea of equally fast print products meets with great interest.  
The idea
"Top quality at an attractive price-performance ratio" thanks to the right juggling of free capacities continues to develop and leads in 1999 to the first Internet printing company in Switzerland: Maxiprint.ch. In 2002, the first direct online ordering of standard products becomes possible.  
The IT infrastructure is being massively expanded.
By 2003, 10 people were already working at Maxiprint in Neuhausen am Rheinfall. The product range is constantly being expanded. 2005 Maxiprint relocates to Baar.  
LZ Medien Holding participates in
with 35 percent and finally acquires 100 percent in 2006. The idea that Maxiprint searches for the fastest and cheapest available capacities in an ever-expanding network of print shops in Germany and abroad for print jobs placed online could revolutionize the printing industry in a similar way to booking vacations online. (pan)

 Around 27,000 former subscribers to the discontinued business newspaper Cash have decided to subscribe to the Handelszeitung. Former subscribers to the Ringier newspaper were given the option of subscribing to Handelszeitung, Bilanz or the investor magazine Stocks. To date, around 5,000 have opted for Bilanz and around 2,000 for Stocks. All three publications are published under the Axel Springer umbrella. Around 9,000 former Cash subscribers have so far not taken up the offer to subscribe to one of the three publications. Following the takeover of the Cash subscriber base, the Handelszeitung was delivered for the first time on Wednesday in a new large print run of 71,000 copies. This means that the newspaper is now the largest business newspaper in Switzerland, according to a communiqué issued by Jean Frey. The newsstand circulation was also increased by 50 percent to around 12,000 copies.

Reiner Roduner and Felix Courvoisier have founded a company for corporate films and cross-media communication: Seed. "When pictures learned to move" was a simple way of describing the invention of film over 100 years ago. Today, images move in every conceivable direction and in the most diverse forms. Filmmakers need to specialize if they still want to be seen in a world of images that is no longer manageable. "I have realized that audiovisual media for corporate communication has developed into a very complex entity. This goes far beyond the classic production of film clips. More and more integrated communication approaches are required," says Reiner Roduner. With this development in mind, the owner of the production company Absolutturnus Film in Zurich has now teamed up with Felix Courvoisier, previously Head of Corporate at Condor Films, to create Seed Audio-Visual Communication. With Seed, the duo develops and realizes integrated communication solutions with a focus on audiovisual media.  
Roduner has been producing commissioned films of all kinds as well as documentaries and feature films for over two decades. In addition to TV and cinema spots, Absolutturnus also specializes in the development and production of sponsorship spots for sport, culture and meteo. Since 1994, Roduner has produced over 600 meteo billboards for clients such as Allianz Suisse, Migros and Vögele, as well as various sponsorship spots for Zurich Insurance, UBS and Credit Suisse. Absolutturnus has found the absolute knack for new forms in the advertising film market. However, there is a danger that Roduner's specialist company is slowly being perceived by some clients as too much of a "general store". To counter this tendency, Roduner had already spun off Cinema Motion earlier. This is a division of Absolutturnus that specializes in the co-production of feature films and documentaries. "Das Fähnlein der 7 Aufrechten" or, more recently, "Handy Man" with Marco Rima are from this kitchen.
 
Roduner now wants to position himself more clearly in the field of audiovisual corporate communications by diversifying further. To this end, he has been looking for a specialist with "the best name" to further develop this area. This week, Reiner Roduner and Felix Courvoisier can now announce the founding of their joint company, Seed Audio-Visual Communication, to which Roduner will contribute the Corporate Film division of Absolutturnus.
 
"From the first conversation, we immediately talked about the same things, developed the same visions and discovered the same understanding of the possibilities of integrated communication," enthuse the new partners. With Seed, they have now created a company that stands as a competence center for integrated communication solutions with a focus on audiovisual media. Seed will share premises with Absolutturnus and use the same infrastructure with studios and editing rooms in the media building on Bachstrasse in front of the Rote Fabrik. However, the work will be quite different.
 
"In corporate communications, 95 percent of tasks are direct commissions. This requires us to have conceptual expertise," says Courvoisier, explaining the increased demands. Clients often don't just want a film or a web solution. "They want impact, and we make ourselves available to find a clever integrated solution." In such a solution, the "medium of moving images" will play an important role. "Messages need to be packaged into experiences and then fed into various channels," says Courvoisier. Roduner summarizes: "Audiovisual media achieve the best effect when they are designed and implemented in an integrated way, i.e. when they are networked with other media."
 
Of course, Roduner must not scare off his previous clients for the commercials with such ideas in the direction of a "general contractor". Absolutturnus still only wants to act as an executive producer. In the corporate sector, however, the development towards "thinking film production" can no longer be stopped, hence the founding of Seed. For Roduner, this new step is also an opportunity to "test the limits of how far you can go with cinematic integration".
 
Roduner got his start in the media as a copywriter at Reader's Digest after completing his commercial baccalaureate. Through his sister Bea Roduner, who was already doing PR for film distributors at the time, he met the legendary "Superman" producer Alexander Salkind in 1984 and had to "rescue" a forgotten POS concept for the Cannes Film Festival for him overnight. Roduner did the job so well that he was allowed to stay on as Salkind's "personal assistant" and spend four years commuting between London and Zurich for his film advertising. Roduner designed advertising concepts for new films for festivals throughout Europe. "I was totally fascinated by this world," he still enthuses today. Back in Switzerland, he continued his career as a production manager at Topic Film. He later took over the corporate department from Andres Brütsch and André Amsler, moved to Condor, where he managed the audiovisuals, and then spent a year traveling the world. After his return, Roduner's first own company was called "Filmhaus", which then developed into Absolut Film and later Absolutturnus.
 
Felix Courvoisier, the "audiovisual communications specialist", studied business administration in Zurich and worked in advertising and PR agencies before and during university. He then completed a trainee program at ABB. Here, the budding "industrial filmmaker" got to know the world of his future customers. Courvoisier worked in the HR department and spent five months in Controlling, where he was responsible for a power plant project in Malaysia. Back in Baden, he became an assistant to the Head of Corporate Communications and then headed up global communications for the gas turbine and combined-cycle power plant division. A job advertisement finally brought him to Condor. Here he was initially responsible for acquisitions in 1997, then quickly developed into the areas of consulting and conception and took over the management of the Corporate department in 2001. For several years now, he has also been a lecturer at the University of Applied Sciences Northwestern Switzerland on the Master's degree course in Corporate Communications Management.
 
With Seed, all this experience is now to flow into a company with a promising future, where the images learn to walk from scratch.
 
Andreas Panzeri